By Holly Fisher
Supplements Editor

The South Carolina Aquarium marked its fifth anniversary in May, while reporting a financially healthy first quarter.

The aquarium’s chief financial officer, Jack Higgins, says operating income for the first quarter of 2005 was $375,392, a 121% increase when compared to the first quarter of 2004’s operating income of $169,546.

Because the aquarium is fiscally stable, it is now capable of assessing its overall attendance and financial picture.

“The aquarium has always operated in the black; we’ve always had a positive cash flow,” says Higgins. “What has been the challenge over the years is reacting to the decline in attendance. We have kept expenses under control. Like any business, we respond to the market. As revenues increase or decrease, we have to adjust.”

Visitor variations

Based on its recent audit, the aquarium experienced a slight decrease, about 3%, in total revenues between 2003 and 2004. But, Higgins notes, operating expenses dropped 8% and operating profit improved by about $300,000 in 2004, compared to 2003.

“We feel like 2004 was a benchmark year … and we’ll work on improving from here,” he says.

During its first year, the aquarium attracted plenty of visitors. But after the newness wore off, it faced the challenge of attracting repeat visitors. Marketing staff members are working on new programs and initiatives to let both local residents and out-of-town visitors know about the changing exhibits and special events at the aquarium.

More than 2.8 million people have visited the aquarium since it opened its doors May 19, 2000. The aquarium offers a variety of membership packages and boasts 10,000 household memberships. Of those memberships, 91% are in state and 80% are within the tri-county area.

Although the number of visitors has declined, the aquarium remains one of Charleston’s most visited attractions. According to a 2002 study by the Charleston Metro Chamber of Commerce’s Center for Business Research, the aquarium provides a significant economic boon to the region. The direct economic impact—based on expenditures and payroll—of the aquarium in 2001 was $23 million.

Attendance varies greatly among seasons with more locals visiting the aquarium in the winter months and more out-of-town visitors coming in the summer, says Catherine Marshall, the aquarium’s director of sales and marketing.

Marketing mechanisms

“How can we tell the community of the wonders of the aquarium? Many locals haven’t been here or at least not since it opened,” Marshall says.

Marshall and Christine Nott, public relations manager, are developing a new marketing plan. Nott speaks to groups and organizations about the aquarium, and the two are promoting the aquarium to families as a summer destination.

One of the aquarium’s new programs is the Charleston Harbor Family Passport. In conjunction with the Charleston Convention and Visitors Bureau, the passport is available at 11 hotels in the downtown area. It provides coupons to attractions and restaurants downtown, including the South Carolina Aquarium, Fort Sumter and Patriots Point Naval and Maritime Museum, Old South Carriage Tours, the IMAX Theatre, Just Fresh Bakery Café & Market, the Charleston Crab House and Sticky Fingers.

Families make up a large part of the visitor mix, Nott says, so this passport is a way to make Charleston an attractive summer destination for them.

In addition to promotional efforts, new animals are added regularly to the aquarium exhibits, as are interactive displays with computerized touch screens. Normally the aquarium has one changing exhibit each year; however, “Secrets of the Amazon,” featuring creatures from the Amazon River, has already been on display for a year but will be extended for a second year because of its popularity.

“There’s so much more to the aquarium now with the interactivity, the ‘Secrets of the Amazon’ and the events,” Marshall says.

Looking ahead

As the aquarium moves forward with new exhibits, programs and marketing efforts, it continues to look for a new executive director.

Founding director Christopher Andrews left in January to accept the position of director at the Steinhart Aquarium, part of the California Academy of Sciences in San Francisco.

The aquarium’s board of directors has appointed a search committee to aid in the hiring search. An executive search firm has also been hired to help attract the right candidate, Marshall says.

The board is looking for an executive director that would “lead the aquarium’s efforts to increase its financial stability and resources while continually improving customer satisfaction. Ensure mission accomplishment through developing and overseeing the implementation of the next generation master plan for the aquarium,” according to a posted job description.

The successful candidate should also hold a master’s degree in business or a related field/or equivalent professional experience; a minimum of five years experience with a nonprofit; proven leadership experience; and project management acquisition and public display of living animal experience is preferred.

Marshall says that while the aquarium would like to have a new director in place as soon as possible, the board does not have a specific timeline in mind and wants to ensure that the best person for the job is hired.

Holly Fisher is supplements editor for the Business Journal. E-mail her at editorial@crbj.com.

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